Identify Factors Influencing on the Effectiveness of Celebrities Advertising

Purpose: This study aims to analyze the celebrity endorser advertising and to identify influencing factors on the effectiveness of celebrities advertising. Design/methodology/approach: A theoretical model is developed and tested with a questionnaire on a sample of 893 students at the University of Allameh Tabatabaee in 2013. Structural equation modeling was used with LISREL 8.50 and spss for analyzing the data. Findings: In this study the findings shows that the attractiveness of celebrities, credibility of celebrities and fit between celebrities and product affect the effectiveness of advertising. In the current study trustworthiness is the only factor that influence on credibility. Likeability influence on celebrities attractiveness and familiarity of the celebrity has the opposite effect on attractiveness. Originality: This study is the first research in this area in iran.